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DO THEY MIX?
THIRD ANNUAL STUDY
JANUARY 2016
Global StrategyGroup.com
@GSG
Page 2
This years study examines how brand stances on a range of issues are
perceived differently by Democrats and Republicans and how this affects
brand favorability. What we found has significant implications for corporate
reputation and the approach corporations should take when determining
whether or not to weigh in on political and social issues.
88%
2014
89%
2013
81%
78%
80%
72%
FIGURE 1
Page 3
Same-sex Marriage
Confederate Flag
Most polarizing
Trump/Immigration
-27
-30
+28
51
-43
+21
51
+8
-6
42
-19
LGBT Equality
-24
Confederate Flag
+36
42
+23
42
-26
Race Relations
DEMOCRATS
55
+18
42
+16
+23
Parental Leave
-33
23
22
+37
Climate Change
-2
Minimum Wage
17
+8
Interracial Families
14
+24
13
+33
11
+32
+25
STEM Education
+52
+22
+34
GMOs in Food
Domestic Violence
15
+15
Minimum Wage
Environmental Issues
+45
-10
Least polarizing
GSG POLARIZATION
SCORE
REPUBLICANS
+47
+44
+29
+35
+37
+23 I +24
Please see page 9 for a more complete description of the above stances. FIGURE 2
Page 4
Other hot-button issues follow closely behind. The next most polarizing
stances represent a laundry list of topics that have divided Democrats and
Republicans over the past yearguns, same-sex marriage and LGBT equality,
the Confederate flag and race relations.
Like Trump and the PGA, some of these divisions are obvious. Democrats
and Republicans have distinctly different reactions to Apple CEO Tim Cooks
public denunciation of the Indiana law giving businesses the right to
refuse service to a customer based on their religious beliefsproducing a
polarization score of 51 points.
Meanwhile, some issues that polarize our politicians tend to have a less
polarizing effect when framed by business. For example, IKEAs and
McDonalds positions on the minimum wage are less divisive, as the
distance separating Democrats and Republicans is much smaller. This is
in part because the minimum wage is a less polarizing issue among the
public. But it is also because Americans feel it is much more appropriate for
businesses to take positions on economic issues than social issuesespecially
when the issues affect their business. (See Figure 3 below.)
But responses to other stances are more nuanced, like Deltas announcement
that the company would no longer transport big game animal trophies in the
wake of Cecil the Lions death. To those on the Left, this is an appropriate
How appropriate is it for a company to take a stance on each of the following issues?
How appropriate is it for a company to take a stance on each of the following issues?
Domestic Violence
Confederate Flag
Abortion
LGBT Equality
Obamacare
Trump/
Immigration;
Interracial
families
Race Relations
Climate Change
Minimum Wage;
Pay Equality
Economic
Issues
35
40
Legalizing
Marijuana
45
50
Gun Control
55
60
65
Gender Neutral Products
Other Issues
70
75
80
IndustrySpecific
Issues
85
90
Political Issues
that Affect Business
Parental Leave
Economic Issues
FIGURE 3
Page 5
The decision facing businesses like Amazon and NASCAR about the
Confederate Flag last year epitomized the challenges businesses face
when navigating politics in a polarized era. The issue struck at the core
of race, politics, guns, and regionalism in America. NASCARs attempt
to thread the needlethey prevented the use of the flag in official
capacities but still allowed fans to fly it on their ownstill polarizes the
public. Just 41% of Republicans find the stance appropriate versus 69%
of Democrats. Apples stance on same-sex marriage and the PGAs
stance on immigration are likewise polarizing amongst Democrats
and Republicans.
When the two lines peak at different points on the scale it means the parties disagree
on an issuetherefore the issue is polarizing. The chart below shows how Republicans
think NASCARs position was inappropriate (indicated by the peak on the left) and
Democrats think it was appropriate (indicated by the peak on the right).
When the two lines are closer together, it means the two parties align on an issue.
The chart below shows how the Democrats and Republicans agree in their evaluation
of Pfizers position on climate change as both groups find it to be mostly appropriate
(indicated by the lines aligning).
Not Appropiate
Appropiate
PGA (Trump/Immigration)
PGA (Trump/Immigration)
Not Appropiate
Appropiate
FIGURE 4
Not Appropiate
Appropiate
FIGURE 5
Page 6
USING POLARIZATION TO
GET NOTICED
Awareness
of corporate
stances
Awareness
of Corporate
Stances
70
This years study found that the public is more aware of corporate
stances on a wide range of issues than in previous years. While last
year the average percentage of adults who had previously heard about
the corporate stances we tested was less than 15 percent, this year
that figure nearly doubled, to 29 percent.
Short of paid advertising, how can a company get noticed for its
stances? Simply put, the higher the polarization score, the more likely
it is to spark awareness. For example, NASCARs Confederate Flag
policy has a much higher level of awareness than Pfizers climate
change initiative. Perhaps the most well-known example of corporate
polarization from recent yearsChick-fil-As position on same-sex
marriagehas an awareness level higher than CVS and the NFL
without the million-dollar ad campaign.
60
Domestic Violence
50
Familiarity with stance taken by company
40
30
20
Minimum Wage
GMOs in Food, Interracial Families, Confederate Flag
Confederate Flag
STEM Education
10
Climate Change
FIGURE 6
RECOMMENDATIONS
FOR CORPORATE
COMMUNICATORS
Page 7
Page 8
APPENDIX
Positive
Brand Impact
Negative
Brand Impact
PGA (Trump/Immigration)
36
DEMOCRATS
Net Brand Impact
Positive
Brand Impact
Negative
Brand Impact
33
45
26
29
-3
20
37
38
REPUBLICANS
Net Brand Impact
Positive
Brand Impact
Negative
Brand Impact
Polarization
Score
17
28
25
52
-27
55
33
12
21
19
49
-30
51
-17
30
22
10
53
-43
51
21
17
47
11
36
26
32
-6
42
31
26
38
15
23
20
39
-19
42
32
32
41
23
18
20
44
-24
42
24
27
-3
33
17
16
12
38
-26
42
12
34
-22
15
25
-10
42
-33
23
46
10
36
51
45
36
13
23
22
24
16
25
10
15
21
23
-2
17
51
45
57
52
42
37
15
29
14
15
33
11
22
26
18
14
51
43
52
47
46
12
34
13
48
39
51
44
44
11
33
11
36
28
40
32
33
25
31
25
34
29
30
24
43
37
42
35
42
37
33
10
23
32
24
35
12
23
NOTE: The GSG Polarization Score in the chart above is a measure of how much each stance polarized the respondents in our survey. Each stance was evaluated for its Positive
Brand Impact (how much the stance increased a companys favorable rating or reinforced a companys favorable rating among its strong supporters), its Negative Brand
Impact (how much it pushed a companys favorable rating in a negative direction), and its Net Brand Impact (how much the stance decreased a companys favorable rating
or reinforced a companys unfavorable rating among its strong opponents). The table above contains this data among all respondents, by Democrats, and by Republicans. The
GSG Polarization Score represents the difference between the Net Brand Impact among Democrats and Republicans. The higher the score, the more polarizing the stance.
Page 9
APPENDIX CONTINUED
Page 10
APPENDIX CONTINUED
Page 11
APPENDIX CONTINUED
METHODOLOGY
Global Strategy Group (GSG) conducted a public opinion survey among 803 adults 18 years and older between October 20 and 23, 2015. The
survey was conducted online recruiting respondents from a leading opt-in online panel vendor. Special care was taken by GSG to ensure that the
demographic composition of our sample matched that of the adult population on a series of demographic variables including age, gender, region,
ethnicity, income, educational attainment, partisan affiliation, and political ideology.
Global StrategyGroup.com
@GSG